{"id":386816,"date":"2020-11-23T09:03:32","date_gmt":"2020-11-23T14:03:32","guid":{"rendered":"http:\/\/www.marketnewsdesk.com\/?p=386816"},"modified":"2020-11-23T09:03:32","modified_gmt":"2020-11-23T14:03:32","slug":"e-l-f-cosmetics-teams-up-with-loserfruit-one-of-the-biggest-female-gamers-to-connect-with-a-new-generation-of-fans","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/e-l-f-cosmetics-teams-up-with-loserfruit-one-of-the-biggest-female-gamers-to-connect-with-a-new-generation-of-fans\/","title":{"rendered":"e.l.f. Cosmetics Teams Up with Loserfruit, One of the Biggest Female Gamers, to Connect with a New Generation of Fans"},"content":{"rendered":"

<\/p>\n

e.l.f. Cosmetics Teams Up with Loserfruit, One of the Biggest Female Gamers, to Connect with a New Generation of Fans<\/i><\/b><\/p>\n

OAKLAND, Calif.–(BUSINESS WIRE<\/a>)–
\ne.l.f. Cosmetics is championing female empowerment in a new digital frontier, venturing into video gaming to reach millions of passionate Gen Zs, who are less likely to engage in mainstream media. e.l.f. is teaming up with Loserfruit (Kathleen Belsten), a superstar creator who found fame on Twitch and has also built a strong following across multiple social platforms including YouTube, Instagram, and TikTok. Loserfruit (Lufu) will provide her audience \u2013 both females and males \u2013 with engaging, platform-native content that integrates her favorite cosmetic and skincare products from e.l.f.\n<\/p>\n

This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20201123005666\/en\/<\/a><\/p>\n

\"Loserfruit,<\/p>\n

Loserfruit, who has the second largest Twitch following globally for a female gamer. (Photo: Business Wire)<\/p>\n<\/div>\n

\nMore than 6.1 million individuals, disproportionately Gen Z, log onto the Twitch platform daily, watching live content, and engaging with their favorite creators. In all, they consume an incredible 1.7 billion hours of live content per month (sourceTwitchTracker.com<\/a>). In a recent online social survey conducted by e.l.f. Cosmetics, over 70% of e.l.f. fans responded that they play video games, and 65% like to watch gamers play on platforms like Twitch and YouTube.\n<\/p>\n

\nLufu established her profile playing the popular video game Fortnite, on Twitch. The Australia-based, 27-year-old has the second largest Twitch following globally for a female gamer (according to Lineups.com<\/a>) and has amassed over 8M followers across Twitch, YouTube, TikTok, Instagram, and Twitter.\n<\/p>\n

\nLufu is passionate about using her profile to support other female gamers in the male-dominated gaming world, and together with e.l.f. she will be unveiling e.l.f. U (University) in early 2021. This initiative will be centered on e.l.f.\u2019s purpose pillar of Empowering Others. In addition to connecting with her female fans, she will also use her platform to introduce e.l.f. products to her male fans who may have not previously considered skincare and cosmetics.\n<\/p>\n

\n\u201cFans respond to Lufu\u2019s passion and her genuine, relatable persona,\u201d says Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty. \u201cWe believe this makes her an ideal partner for e.l.f.\u2019s mission of providing inclusive, positive, and energetic beauty to our global beauty-verse.\u201d\n<\/p>\n

\nThe Lufu and e.l.f. collaboration kicks off with a YouTube clip<\/a> featuring Lufu and includes a makeup tutorial with e.l.f.\u2019s Global Makeup Artist, Anna Bynum.\n<\/p>\n

\nLufu commented, \u201cI\u2019m really excited to team up with e.l.f., a brand that reinforces the key values that I look for \u2013 being for every eye, lip and face, cruelty-free and vegan. Together we are creating amazing content that I know will be a fan-favorite \u2013 for both male and female gamers.\u201d\n<\/p>\n

\nThe collaboration looks to build connections with new audiences in an authentic way. \u201cJust as we jumped into the world of TikTok with original messaging and engagement with Gen Z, we are proud to be one of the first cosmetic and skincare companies to establish a unique presence on Twitch,\u201d says Marchisotto. \u201cWe are excited that our presence on Twitch is designed to uplift, empower, and grow a community of beauty enthusiasts.\u201d\n<\/p>\n

\nFor Lufu x e.l.f. Cosmetics updates, go to e.l.f. Cosmetics\u2019 social channels: Instagram<\/a> @elfcosmetics, Facebook<\/a> @elfcosmetics, Twitter<\/a> @elfcosmetics, and TikTok<\/a> @elfyeah for updates.\n<\/p>\n

\nLufu will also be introducing e.l.f. to her millions of fans via her social channels includingTwitch<\/a> @loserfruit, Instagram<\/a> @loserfruit, YouTube<\/a> @loserfruit, Facebook<\/a> @loserfruit and TikTok<\/a> @loserfruit.\n<\/p>\n

About e.l.f. Cosmetics:<\/b><\/p>\n

\nSince 2004, e.l.f. Cosmetics has made the best of beauty accessible to every eye, lip and face. We make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be 100% vegan and cruelty-free. As one of the first online beauty brands, e.l.f. continues to attract a highly engaged audience and set benchmarks with new digital platforms. Our brand is widely available at leading retailers such as Target, Walmart and Ulta Beauty, and has a growing international presence. Learn more by visiting www.elfcosmetics.com<\/a><\/p>\n

About the Campaign:<\/b><\/p>\n

\ne.l.f. Cosmetics worked with gaming content specialist agencies, LiveCraft<\/a> (a division of Podean) and eGen eSports<\/a> to develop and execute the Lufu x e.l.f. Cosmetics campaign.\n<\/p>\n

About LiveCraft<\/b><\/p>\n

\nLiveCraft is the specialist live content division of marketplace marketing agency, Podean. LiveCraft works with brands to develop strategies around all aspects of live content creation and its distribution across social and other media platforms, with the ultimate aim of enhancing brand reputation and driving incremental client sales. Learn more by visiting www.livecraftglobal.com<\/a><\/p>\n

About eGEN eSports<\/b><\/p>\n

\neGEN is a full-service esports agency and consultancy that exists to deliver community-focused work. eGEN finds the best talent, builds opportunities with them, and pairs them with the brands and audiences that they deserve. Learn more by visiting www.egenesports.com<\/a><\/p>\n

\"\"<\/p>\n

View source version on businesswire.com: <\/span>https:\/\/www.businesswire.com\/news\/home\/20201123005666\/en\/<\/a><\/span><\/p>\n

Corporate Communications:
\n<\/b>
Melinda Fried, e.l.f. Beauty
\n
mfried@elfcosmetics.com<\/a><\/p>\n

Business Media Inquiries:
\n<\/b>
Brittany Fraser, ICR, Inc.
\n
ELFPR@icrinc.com<\/a><\/p>\n

Consumer Media Inquiries:
\n<\/b>
Liza Suloti, SHADOW
\n
Liza@weareshadow.com<\/a><\/p>\n

KEYWORDS:<\/b> California United States North America<\/p>\n

INDUSTRY KEYWORDS:<\/b> Electronic Games Women Entertainment Online Communications Celebrity Social Media Consumer Cosmetics Retail<\/p>\n

MEDIA:<\/b><\/p>\n\n\n\n\n
Photo<\/b><\/font><\/td>\n<\/tr>\n
\"Photo\"<\/td>\n<\/tr>\n
Loserfruit, who has the second largest Twitch following globally for a female gamer. (Photo: Business Wire)<\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

e.l.f. Cosmetics Teams Up with Loserfruit, One of the Biggest Female Gamers, to Connect with a New Generation of Fans OAKLAND, Calif.–(BUSINESS WIRE)– e.l.f. Cosmetics is championing female empowerment in a new digital frontier, venturing into video gaming to reach millions of passionate Gen Zs, who are less likely to engage in mainstream media. e.l.f. is teaming up with Loserfruit (Kathleen Belsten), a superstar creator who found fame on Twitch and has also built a strong following across multiple social platforms including YouTube, Instagram, and TikTok. Loserfruit (Lufu) will provide her audience \u2013 both females and males \u2013 with engaging, platform-native content that integrates her favorite cosmetic and skincare products from e.l.f. This press release features multimedia. View the full … <\/p>\n

Continue reading “e.l.f. Cosmetics Teams Up with Loserfruit, One of the Biggest Female Gamers, to Connect with a New Generation of Fans”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-386816","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\ne.l.f. 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